Competitive identity, innovation and design

Case Study: Think Feel Know.

The Business Issue

Think Feel Know had no meaning to those without experience and understanding of the methodology. There was a logo but no associated brand culture or brand values.

The Solution

To capture the market and develop successful products and services, a robust brand platform and clear positioning was developed.

Background

Think Feel Know is a communications methodology developed and used within the Shirlaws’ coaching businesses. An opportunity was recognised to productise Think Feel Know into separate revenue streams, under its own brand and within businesses that could cross-refer clients with other companies. There were also opportunities to attract purchasers outside Shirlaws’ referrals – both individuals and from organisations such as sport and education.

Think Feel Know needed to:

establish its communications strategy

refresh its brand identity

differentiate its business divisions

The Challenge

Consideration needed to be given to Think Feel Know developing and maturing over the next 12-24 months, resulting in an organisation that might differ from the original business. The brand strategy therefore needed to be flexible to accommodate change and to avoid an overhaul at a later date. Initial products considered for development were an online test (currently Think Feel Know Indicator), a book, as well as coaching frameworks.

Workshops highlighted a major point of difference for Think Feels Know – unlike other methodologies that define Personality Types (the world of Either/Or), Think Feel Know shows that everyone uses different combinations of Think Feel and Know (Both/And) which vary depending on situation. Identifying this differentiation enabled a new market positioning to be created for Think Feel Know and led to the development of a clearly defined target audience, brand culture and distinct sales proposition.

Q: How do we want people to feel about Think Feel KnowA: Connected.

This will feel good, do me good and I can rely on it

It’s simple and sustainable – not just another fad

It’s fun

It’s good value

It’s current, unique and interesting

It’s practical – I can start using it straight away – it’s easy…

Supported

Understood

Think Feel Know now has a brand culture and a vision that is understood and promoted by all the coaches who are selling in the concept to clients. Think Feel Know uses a defined language that communicates its brand values throughout all its marketing activities and connects with its clients. The clarity of a brand identity has brought the organisation Think Feel Know together and significantly increased the conversation rate of sales calls.